Abstract
Objetivo do estudo: caracterizar o efeito do apelo à escassez sobre a intenção de compra.
Metodologia/ abordagem: estudo experimental, single factor, onde a variável apelo de escassez foi manipulada em dois níveis (apelo à escassez versus controle) e a variável dependente intenção de compra foi mensurada.
Principais resultados: consumidores demonstram maior intenção de compra diante do apelo à escassez.
Contribuições teóricas/ metodológicas: os resultados corroboram os achados de estudos anteriores, reafirmando que o apelo à escassez influencia positivamente a intenção de compra.
Relevância/ originalidade: o estudo contribui para o entendimento dos efeitos gerados pelo uso do apelo à escassez sobre o consumidor.
Implicações para a gestão: a utilização do apelo à escassez permanece como uma estratégica eficiente para o aumento na intenção de compra. Assim, gestores podem, com baixo custo, realizar ações que incrementem as vendas de seus negócios.
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